Mark Granovetter

This distillation of collective experience allows what we refer to as distributed trust and is collected through numerous mechanisms on the internet. Some, like TripAdvisor or Glassdoor, record information about organisations or the services they provide, while others, like UrbanSitter or LinkedIn, allow users to add information about specific people (see, for instance, LinkedIn's Recommendations and Skills & Endorsements sections in individuals' profiles). The benefits that can accrue from these examples are significantly increased by the network effect, as the number of possible connections between members increases exponentially as the number of members increases.

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